Why do so many brands use the same colours?

In the 1999 film The Matrix, the main character Neo is forced to choose between two pills: a red pill or a blue pill. In the (real) real world, the choice of colour in an organisation’s brand can shape its future, says Tom Fallows, mid-weight graphic designer at technical marketing agency Stone Junction.

Taking the blue pill safely returned Neo to the comfort of the world he knew, while the red pill woke him up from the simulation, he lived in to face danger and adventure in the dystopian real world.

Colour theory represents a fascinating intersection of psychology, culture, and business strategy. In technical marketing, colour plays a vital role in shaping how companies are perceived and how their messages are received. Strategic use of colours can convey complex messages, evoke emotions and influence consumer decisions.

This is where branding and design skill comes to the fore. It’s not as simple as just choosing a colour associated with a particular characteristic. You must first establish the characteristics that your organisation truly embodies and then represent these through a series of design choices, including colour, as well as shape, font, medium and more.

If you want help understanding why these seemingly binary decisions are far from being that simple, or just want help with updating your branding or assessing whether it truly represents your organisation, drop me a message at tom@stonejunction.co.uk or call +44 (0) 1785 225416.